smb online marketing success

www.garygopinathan.com

SMB online Marketing SuccessGary Gopinathan, CEC, PDM

BSC (HONS) Business Administration (Marketing)

Business Marketing Technology

The Basics


How do I Start?

PRINT

Website

email

Customers

Mobile


For Business For Marketing For selling For Support

Importance of Technology


Technology Matters Customer Relationship Management. Business Intelligence. Customer Experience through technology.

Answer:

Create a CLEAR Technology Roadmap! That can be GROWN as you GROW


Choosing the right domain name ◦ Its about branding and easy to remember

Understanding web-hosting and getting the right account ◦ Features in a hosting account

Understanding business email systems ◦ Webmail◦ MS Exchange

Internet Basics


Different types of websites for different needs ◦ Marketing◦ Creating Awareness for products◦ Advertising

Using websites for online retail

How to get the site you need for as little as possible ◦ Opensource (Joomla, wordpress)

Design Process


What can I do on my website? Email Subscription – SEGMENTATION & Intelligence Surveys Poll Market Research Event Registration Article Comments, Ratings Members Section Interaction with fellow members and readers

(Community Building) Many more… BUILD more process online..

Get them online and convert them back into collecting something in the local stores, etc..


Quiz

Which is the most recent Search Engine to be

launched?


SEO (Search Engine Optimization)◦ Art of optimizing your website content to the

keywords and website is able to be ranked #1 on major search engines.

Search Engine Advertising and Pay-Per-Click◦ Online Advertising◦ PPC campaigns – Google Adwords, Yahoo Search

Marketing

Marketing Through The Search Engine


Search engine optimization (SEO):

The process of making a site and its content highly relevant for both search engines and searchers.

SEO includes technical tasks to make it easier for search engines to find and index a site for the appropriate keywords, as well as marketing-focused tasks to make a site more appealing to users.

Successful search marketing helps a site gain top positioning for relevant words and phrases.


Search engine results pages (SERPs):

The page searchers see after they've entered their query into the search box. This page lists several Web pages related to the searcher's query, sorted by relevance.

Increasingly, search engines are returning blended search results, which include images, videos, and results from specialty databases on their SERPs.


Business / Marketing StrategyTHE BIG PICTURE

What is the purpose of my web site? What are we selling? What are our customers buying? What resources do we have to deploy content and

tools on our site? What resources do we have to implement

architectural improvements to the site? Why would someone link to this site? What can we do to make the site a more valuable

resource do more people will link to the site?


Content Strategy What kind of content will I be creating?

◦Text◦Audio◦Video


Technology Strategy

What current technology do you deploy?

What future technology do I want to deploy that will distribute to my audience who are hungry for content consumption?


Preparing a website for SEO Success Advance Planning

◦Preparation, sound practices, and a little dedication to the cause is all that’s required.


Goals of SEO Audit Assess how friendly your website is to search engine

robots

Inspect the technical framework and architecture of your website

Identify core SEO keywords based on research and insight

Analyze your website's ability to target these keywords in content and meta tags

Evaluate current link popularity of your website against top competitors


Benefits of Conducting an SEO audit:

1. Increase traffic, and more qualified leads

2. Rank higher in natural searches for your key terms

3. Save time and money with expert advice

4. Simple instructions mean faster turnaround and results

5. Avoid common pitfalls and misinformation about SEO

6. SEO training and education by experts


SEO ChecklistSearch Friendliness Technical Audit Keyword Targeting

Spider View IP Address Keyword Brainstorm

Page Rank Load Time Keyword Targets

Robs.TXT Code to Text Ratio Keyword Ranking

Status otCodes Web Crawl Errors Keyword Analysis

Site Maps Content Analysis Keyword Difficulty

Static URLs

Template Review Site Meta Data Page Reviews

Navigation Header Page Titles Keyword Frequency

Template Content Meta Keywords Term Targeting

Site Footer Meta Description Internal Linking

5 Keywords Header Tags

SEO Best Practices

Link Profiles, Social Media, Design Techniques, Blog & RSS


Technical related 301, 302 redirects Anchor Text Content Development Content Optimization for Search Engines CSS and SEO Duplicate Content Keyword Density Linking Overview Link Building Strategies Metatags and SEO Page Rank Robots.txt and Robots Metatags


Top 10 Bad SEO Ideas1. Relying on keyword metatags: 2. Stuff keywords in invisible text: 3. Purchase Links:4. Horde Page Rank5. Swap Links6. Implement duplicate content7. Use Session IDs on your URLs8. Implement your site in Flash9. Use lots of Javascript: search engines don't know

how to read10. Cloaking: This is the practice of showing different

content to the crawlers then you show to the user.


SEO Tactics (White Hat)

Choosing Keywords

Link Building

Search Engine spiders

Web Design

Usability / User Experience

Copywriting

Information Architecture


3 major things that search engines want webmasters to do with their sites:

Design the content of your site for users (not search

engines)

Market your site the way you would if search engines did

not exist

Implement a search engine friendly design that makes it

easy for search engines to crawl and understand your site


Design content for users: If you design content for users, chances are that you will

lay your site out in a clean, easy to understand manner that is keyword rich.

These are the types of things that help you develop good search engine rankings. In addition, you can use one of the popular keyword tools, such as Wordtracker to find the most commonly searched on terms.

Keyword data from search engines would be incredibly valuable intelligence into the thinking process of users.

Even as you design sites just for users, using keyword rich content that uses the terms that your potential customers use is exactly what you would want to do.


Market your sites as if search engines didn't exist: Search engines evaluate incoming links to your site to

help determine what your site is about, and to evaluate the importance of your site.

The single most important factor in evaluating these links is the relevance of the link. If you can obtain links from many sites that are closely related to yours, it tells the search engine that your site is an important site in your field.

As an interesting side effect, you will get relevant and useful traffic from the sites that have linked to yours.


Implement a Search Engine Friendly Design: A simple easy to navigate hierarchy. Make it easy

for the search engine to understand your site. Simple tree hierarchies are the best. Also, provide a simple text based global navigation system.

Keep it flat. Don't have pages that are 4 or more clicks from the home page. The search engine uses this type of information to understand the importance you attach to a page. If a page is important to you, why would it be 4 or more clicks from the home page?


Implement a Search Engine Friendly Design: Eliminate any duplicate pages from the site.

Search engines want to rank only one copy of a piece of content in their index. When they see multiple copies, they choose one over the other. Having duplicate pages wastes the search engine's time crawling pages that they won't even index.


Implement a Search Engine Friendly Design: Don't build your site using technologies that search

engines won't even attempt to read. The main culprits in this arena are Javascript and Flash. This doesn't mean that you can't use these technologies at all, just use them sparingly. If you do use them, make sure that any links that you implement in them are also implemented in text as well.

Design clean short pages. If you use Javascript, or have complicated menu systems, use include files to make them external to the HTML, or use CSS to push this type of stuff down to the bottom of the HTML, so that your unique content on every page can rise to the top.


SEO Metrics to consider

Unique keywords: By tracking the number of unique keywords your site is found for, you’ll see a global, birds eye view of how well your site is doing with the long tails. Sure, you want to be found for the important, high volume terms as well, but a healthy site will rank organically for a great diversity of keywords.


Organic Visits Per Page: Every page on your site should target a few keywords and draw in traffic for those terms. In other words, what percent of your total unique pages are doing a good job of bringing traffic?

If you have 1000 pages, and only 200 unique keyword visits, you’ve may have some issues that need to be addressed.


Conversion Rate Per Keyword: It’s extremely important to know which keywords outperform others. As a search marketer, your time is very limited. Therefore, you must focus on the terms which return decent ROI.

Pages Indexed: The number of pages your site indexed has indexed by Google and Yahoo can give you a rough metric of your site’s crawl-ability. If you find that the number of actual pages you have is much greater than the number of indexed pages, you may have issues with navigation or duplicate content. To view your indexed pages, simply use the “site:” command on Google or Yahoo (e.g. site:www.yoursite.com).


SERP Rankings for High Volume Keywords: Because web users are becoming more sophisticated and less predictable in their searching habits, I would caution about worrying too much about high volume keywords. However, it’s still important to monitor these keyword positions.


Coremetrics Explore


Mobile Adoption


Business needs Senior Executive: “Big Picture” reports

Content Editors: Insights into most popular content

Marketing / Sales teams: Visibility into how content translated into magazine sales opportuinties

IT Personnel: understand patterns and volumes to maintain performance and capacity plans for future growth.


The Art of The Perfect eDM & eNewsletter◦ Good Design◦ Personlization◦ Content◦ Frequency◦ Follow up

SPAM free newsletters◦ Whitelist your email with your subscribers◦ Anti-SPAM guidelines

Email Marketing


How to use data analysis to better market your business◦ Date Intelligence is very important◦ Data from your web hosting statistics◦ Data from web analytics – Google Analytics

How to create an affordable system for tracking your marketing◦ Google Analytics◦ Email Marketing◦ CRM (Customer Relationship Marketing)

Tracking traffic and sales conversion


What you fundamentally require Marketing Intelligence Conducting Experiments on various

platform: ◦online, email, mobile

Email marketing Internet Marketing (SEM/ SEO) Social Media Strategy Technology Strategy Keep Innovating


Start Innovating today.

Summary
